Google Search That Leads to Brand Marketing

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

NY Times, 11/15/10

A year ago, Google introduced a smartphone application that lets users take photos of objects and get search results in return. On Tuesday, the company will take that capability into the world of marketing with an experiment allowing five national brands to use the application in their promotional materials.

In the early days of smartphones, users could find out about a movie by entering its title in Google’s browser and searching. Then Google introduced the ability to use voice to make a query. Now, the Google Goggles visual search app, available in iPhones and Android phones, allows users to take photos of an object, say a movie poster, and find out more about it in search results.

Google hopes the experiment will give it insight into how consumers want to interact with a brand.

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